COURSE: Consumer Behaviour
“Brief Outline and Aims of the Course”
Understanding consumer behaviour is critical for understanding not just the marketing environment, but also the nature of the society in which we live. This module seeks to develop critical understandings of consumer behaviour that will hold relevance both inside and outside the domain of marketing practice. This module is best suited to those students who are open to new ideas, who are self-motivated, willing to read extensively and contribute widely to class discussion and who are curious about the nature of contemporary consumption, markets and culture.
Select one of following two topics for your assignment. The essay is to be 2,000 words in length and must contain a reference list of all sources consulted (not included in word length). Marking will be on the basis of research effort, engagement with appropriate academic literature, content, argument effectiveness and writing style. The options for the individual assignment are as follows:
PLEASE CHOOSE ONE OF THE FOLLOWING 1 or 2
1) Consumer society has brought endless choice to the marketplace through a vast array of different product and services. Critically evaluate the concept of “consumer choice” and discuss whether you think more choice is bringing more customer satisfaction.
2)Using theory, explore the difference between a university student and a university consumer.
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